In the sector of lingerie for men, targeting women is crucial because purchases are often prescribed or carried out by them. For brands, the issue is difficult because they have to talk to both men and women.
In 2013, the Aubade brand introduced a new strategy to conquer the male audience. « In 2003, we launched a menswear collection, but after the takeover by the Calida Group in 2005, the strategy was focused on retail development, Strengthening product was then used to serve our feminine universe. (…) Today, the women’s collection plan and the network (fifty shops) have reached a certain maturity, we can tackle the men’s market, and even more interesting since it is stable « said Claire Masson, brand manager. (1)
« If the ‘I’ accompanies all our thoughts, it is not a neutral subject, we never stop even for a moment to feel like a man or a woman, » states Colette Chiland psychoanalyst. (1)
Gender, an essential prism
Belonging to a gender is a founding component of personal identity. In other words, whether people like it or not, their identity is « gendered. » The concept of « gender » was born in the United States in the 70s, in parallel with the development of feminist movements. But the sociologists, psychologists, philosophers, are not the only ones interested in this issue. « Marketers », concerned by the requirements of sales, have meanwhile developed the basis of « gender marketing. » They proposed to differentiate and advertise products according to the gender.
This vision, which appeared in the United States, is often accused of sexism in France. However, communicating the gender is not always synonymous of stereotyping; this strategy can be a vector of modernity in advertisements.
E-advertising and gender: a stormy relationship between stereotypes and progressivism
At the Digital era, polemics disperse at the speed of light on the web. Those who choose to provide advertisements about gender are considered traditional and are often criticized. But what can we retain about the e-gender communication? How does it manifest itself and what are the real opportunities and risks? Five master students from the MISC CELSA joined Dagobert to produce a case study about Gender Marketing at the digital era. (2)